Intrusive advertising: why it’s harmful, what to avoid, and how to do better
Intrusive advertising is a communication strategy that abruptly interrupts the user experience, both online and offline. Sudden pop-ups, autoplay videos with sound, banners that cover the content, or unsolicited push notifications are all examples of intrusive advertising that generate irritation, distrust, and abandonment instead of engagement.
🔎 Main keyword: intrusive advertising
🔎 Related terms: annoying ads, poor user experience, intrusive banners, interstitials, ad blocker
Why intrusive advertising harms your brand
It’s not just a temporary annoyance: intrusive advertising compromises your brand’s reputation. Users feel interrupted, manipulated, and invaded. And the consequences are serious:
- Rising use of ad blockers (over 70% of users)
- Extremely low conversion rates
- Negative brand association
- Instant abandonment of the site or platform
Common examples of annoying advertising
- Pop-ups that appear on entry, without user consent
- Videos that autoplay with active sound
- Full-screen interstitials that block navigation
- Sticky banners that are hard to close
- Forced push notifications, especially on mobile
How to avoid intrusive advertising
1. Think like a user
Before publishing an ad, ask yourself: “Is this content useful to the person viewing it, or is it just a distraction?”
2. Use non-intrusive formats
Discreet banners, sponsored content that aligns with interests, or interactive tools like prize games engage without disturbing.
3. Provide value before asking for attention
A real offer, helpful content, or an enjoyable experience has a greater impact than a forced interruption.
4. Target your audience precisely
A relevant message delivered at the right moment avoids rejection. Generic campaigns create frustration.
Engaging advertising: the ScratchScratch example
ScratchScratch is a concrete example that advertising can work without being annoying.
Through a free game experience, users discover real products, try them, win prizes or earn cashback – and they do it happily, not out of obligation.
- ✅ Businesses gain visibility, real clicks, and engaged users.
- ✅ Users receive tangible benefits.
Conclusion: it’s time to change direction
Intrusive advertising belongs to the past, when brands would “shout” and users would leave.
Today, those who succeed are those who listen, engage, and create relevant experiences.
🚫 Forget pop-ups and interstitials.
✅ Build trust, interaction, and value.
